核心观点 - 特斯拉餐厅作为集充电站、流量机器和未来装置于一体的品牌体验中心开业 尽管存在争议和运营问题 但成功吸引了大量关注和客流 体现了马斯克的营销策略和品牌文化塑造能力 [2][45][54] 餐厅概念与设计 - 餐厅定位为50年代怀旧风格的"复古未来主义"快餐店 兼具充电站功能 是电动汽车时代的"加油站广场" [5][2] - 建筑由Stantec设计 楼下设卡座 楼上设阳台 外观似银色飞船 内部配备两个66英尺高LED巨幕播放影视内容和广告 [11][8][22] - 原计划配备机器人爆米花机 但开业时未实现 仅有人扮演Tesla Bot进行娱乐活动 [24] 运营与菜单 - 由知名厨师Eric Greenspan操刀菜单 主打Smash Burger 使用特制压肉工具追求工程感口感 [14][30] - 食物设计具品牌特色 华夫饼印闪电图标 餐盒采用Cybertruck造型 特斯拉车主可通过APP全天候点餐取餐 [26][27][25] - 开业初期多款菜品缺货 包括牛油土豆饼、奶昔、派等 "史诗级培根"在争议后下线 [35][38][41] 市场反响与争议 - 开业当天吸引大量粉丝打卡排队 同时有抗议者举牌反对马斯克的政治立场 [12][15] - 因马斯克政治立场 早期招聘厨师遭遇抵制 有餐饮从业者拒绝合作 [20] - 顾客评价两极分化 汉堡受认可 但鸡肉华夫饼、辣味牛肉热狗等品类评价一般 部分食物因高温影响品质 [32][44] 品牌与文化影响 - 餐厅通过病毒式营销营造文化身份认同 类似Wegmans的"信众式追随" 但实际体验与品牌光环存在落差 [54][55][57] - 部分消费者形成"ANTI ELON TESLA CLUB"群体 体现技术成果依赖与品牌叙事警惕并存的中间态 [62][63] 财务背景 - 特斯拉最新财报显示盈利下滑 2024年第二季度盈利12亿美元 低于去年同期14亿美元 销售额从255亿美元降至225亿美元 季度利润持续无增长 [48]

"If our retro-futuristic diner turns out well, which I think it will, @Tesla will establish these in major cities around the world, as well as Supercharger sites on long distance routes," Musk wrote on X.. He later replied to a user requesting a location at the Starbase city in Texas, which is home to Musk's SpaceX: "Ok." People dine inside during the opening of the Tesla Diner and Drive-In restaurant and Supercharger on Santa Monica Blvd in the Hollywood neighborhood Los Angeles, California on July 21, 202 ...

The Tesla Diner in Los Angeles is now welcoming guests looking to recharge their stomachs and electric vehicles (EVs) 24/7. On Tuesday morning, Tesla CEO Elon Musk shared three posts to X about the diner he has described as "retro-futuristic." It officially opened on Monday in Hollywood. "Only Tesla has you taking a photo of the bathroom before you use it," one retweeted post by Musk said. The two-story venue on Santa Monica Boulevard features two 66-foot-tall LED "megascreens," according to the diner's web ...